Category: Uncategorized

In his post, “The Next Web Is The Human Web,” Scoble writes:

“Quick, do a little project with me. Visit the home pages of Nestle and Quixtar.

Without clicking anywhere find me a real human being. Not one made out of a stock photo agency.

You don’t need to look. There aren’t any. Not to mention that you can’t talk to a real human being. And I don’t see anything on those two pages that I’d like to link to. Which means they won’t get high search engine rankings no matter how many SEO firms they pay.

Which is like throwing money down the toilet. If you met THE PEOPLE behind these companies I think you’d be far more likely to listen to what they have to say. Or sell. And they ARE experts on their business. It’s a damn shame that they aren’t allowed to talk with us on their Web sites.” (emphasis added)

Bingo. This is why Haystack networking is going to be a huge business.

Bonus link: Ross Mayfield
And one more: ThinkGeek

A few weeks back, Dave Gray reframed the way I thought about the word create-ive. Now, Doc has reframed the way I think about blogging. Doc states:

“I don’t deny that I am sometimes on stage and sometimes an audience member (the latter more often than the former). But I’m uncomfortable with the theater metaphor (Shakespeare withstanding), at least in respect to blogging. I think bloggers have readers, not audiences. And I think the distinction is important, if not essential…'[Blogging] is Theater’ is an example of what cognitive linguists call a conceptual metaphor, or a frame. It’s something we think and talk in terms of. Meaning, we borrow a concept (a frame) and and its vocabulary to understand and talk about a subject. There are entailments to the theater metaphor. One is the old top-down media that really were comprised of performers and audiences. Because peer practices like blogging and podcasting don’t require the same asymmetries, why continue to use an asymmetrical frame when symmetrical one will do?“

Spot. On.

Put another way, here’s a hypothetical situation. You go to the grocery store, and run into an old friend in the bakery aisle and start getting caught up. Pop quiz: Which one of you is the audience?

Exactly.

There is no hierarchy. There is no power gradient. Neither one of you is the “audience.” Sure, the roles change back and forth as the conversation flows, but, ultimately, it’s a partnership and a collaborative effort and exchange. Sometimes one party may be speaking more, sometimes the other, but at the end of the interaction, the experience that has been shared has been a jointly created one.

Chris Brogan’s recent post, Connect, Connect, Connect, is spot-on.

One thing I’d add…like Surowiecki’s admonition in Wisdom of Crowds for “cognitive diversity”, connections for me are the most enlightening when they span many different groups. Geeks. Artists. Business people. Supporters. Skeptics.

The most interesting things happen where the edges meet.

Get outside your comfort zone. There are a lot of neat things to learn out there, if you make the effort to meet the people who know them.

Update: This is what happens without a diverse network.

I’ve been on hold with “The New AT&T!” for about ten minutes now. The hold music? An enless loop of a horrible cover of the Doobie Brothers’ “Minute By Minute.”

Yes, as I sit here on hold, I hear a loop of

Minute by minute by minute by minute
I keep holding on…

That’s the only part of the song that’s playing. On a loop. Indefinitely.

…like a customer scorned. The Ben, he is not so happy with The Amex these days.

It’s easy to take Jay Rosen’s eloquence for granted. Don’t. As one of the the most thought-ful (hyphen intended) people I’ve encountered over the last few years, Jay consistently triggers thoughts and conversation that raise the bar for those around him.

Had a great lunch with Jay at Bloggercon over the weekend and just found a link to his piece, “The People Formerly Known As The Audience” in my inbox. In the same vein as Cluetrain (the impact of which the Social Customer Manifesto humbly aspires to achieve a fraction), Jay has nailed his points to the door. A few are reproduced here. Rosen:

“The people formerly known as the audience are those who were on the receiving end of a media system that ran one way, in a broadcasting pattern, with high entry fees and a few firms competing to speak very loudly while the rest of the population listened in isolation from one another— and who today are not in a situation like that at all.

• Once they were your printing presses; now that humble device, the blog, has given the press to us. That’s why blogs have been called little First Amendment machines. They extend freedom of the press to more actors.
• Once it was your radio station, broadcasting on your frequency. Now that brilliant invention, podcasting, gives radio to us. And we have found more uses for it than you did.
• Shooting, editing and distributing video once belonged to you, Big Media. Only you could afford to reach a TV audience built in your own image. Now video is coming into the user’s hands, and audience-building by former members of the audience is alive and well on the Web.
• You were once (exclusively) the editors of the news, choosing what ran on the front page. Now we can edit the news, and our choices send items to our own front pages.
• A highly centralized media system had connected people “up” to big social agencies and centers of power but not ‘across’ to each other. Now the horizontal flow, citizen-to-citizen, is as real and consequential as the vertical one.”

While Rosen shines the spotlight on the audiences of media, all of us are catching the reflected glow as participants in every marketplace. The points made above are not restricted to the world of media, or of journalism. They are, instead, another channel marker on a collaborative, generation-long journey where we all get to choose the ports-of-call.

Coastside Wine Dinner
Friday, 30 June 2006
Half Moon Bay, California
Time: 8:00pm – 10:00pm (or later, if things are rolling)
Venue: Enso Gallery – 131 Kelly Avenue, Half Moon Bay, California 94019
Map

The folks at Stormhoek are sending us free wine (more here), so we figured it we’d get some friends together and try it out. In other words, good folks, conversations and copious vino tinto. We may also try to do some introductory fire spinning.

You’ll notice from the map above that we’re right on the ocean. If conditions are right, we may even get an amazing beach sunset out of the deal.

We’ll probably all pitch in and get some appetizers to graze on. Feel free to invite others.

Interested? Sign up here!

See you there. Or online here.

Cerado’s own Leif Chastaine will be in Chicago tomorrow, presenting on Enterprise Social Networking at the American Marketing Association’s “Ahead of the Curve” session, which focuses on high-tech trends in marketing. Drop him a note if you want to get together.

Am at Supernova today, and JP Rangaswami just brought up a very interesting point. He asserted that there are really only three fundamental business processes, and each of these is enabled by a collaborative technology. The three processes are:

• Idea-to-market: Creating a new concept, and bringing it to market. This process is enabled by co-creation.
• Problem-to-repair: Identifying, diagnosing, and fixing issues. This process is enabled by instant messaging and other real-time and offline collaboration technologies.
• Sales-to-cash: This is all about execution. When a sale occurs, what are the steps that need to occur to deliver what was promised, and get that process done quickly, efficiently and repeatably? This process is enabled by collaborative workflow.

Interesting thought.